Four young Danish inventors from startup company Organic Basics have designed a pair of underwear that customers can wear for weeks without washing.
According to the innovators of the products - who are all in their 20s - the undergarment (known as SilverTech) only needs to be washed a couple of times a month.
The basic concept behind the groundbreaking design is that washing your underwear a lot less frequently than you normally would, could do wonders for the environment.Learn more about the SilverTech underwear:
"Our business is sustainable fashion. The traditional way of buying, wearing, washing and throwing away overpriced underwear is a terrible waste of resources. And it is extremely harmful to the environment," says 27-year-old Mads Fibiger, CEO and co-founder of Organic Basics.
It's really not all that surprising considering how frequently we wear underwear - that is, every day - that washing them would have a considerable impact on the environment.
Apparently, the special ingredient which allows you to skip giving your underpants a wash is silver. Silver is antimicrobial which is why it's used by NASA to purify water for astronauts.
The underwear contains a silver formula coating that kills 99.9 per cent of all bacteria and odour, according to the innovators.
"It works. You can wear our underwear much longer before washing. You save time and money while we reduce the waste of water and energy," Mads Fibiger explains.
Adding to its positive environmental impact is the fact that the underwear is made from 100 per cent recycled material.
"We use mechanically recycled nylon which is extremely sustainable as a textile choice. The nylon's raw material is made from mechanically recycled nylon developed in Italy from post-industrial waste fibre, yarn from spinning factories, and waste from weaving mills. And we use a seamless knitting technology making the garment comfortable to wear even for longer periods of time."
"We believe that the fashion industry is a dirty b*****d that has not contributed to a better environment. We want to show that it is possible to make great products at a reasonable price with 100% sustainability."
If you want to get your hands on a pair - a two-pack of SilverTech Boxers for men costs $64 and a two-pack of Thongs for women costs $56.
So far, more than 200,000 of their underwear-based products have been sold to about 50,000 customers.
The overall goal is that more and more people will start opting for sustainability over more fashionable brands like Calvin Klein.